A little while ago, Ian Lurie, CEO at Portent, wrote about an interesting tactic he uses to get more ideas for marketing as well as better target his own marketing. Lurie uses Amazon, Facebook ads, Google suggest, and more to find out what random topics come up when he searches for products similar to his (or his clients’). What he is searching for are “random affinities” (and you can read about his methods here).
Random affinities are topics and interests that are shared by a number of the people who all buy the same product or visit the same website repeatedly. Basically, they are things that your customers have in common with one another but have nothing to do with you. For example, Lurie has found that people who like “cycling” also tend to like the Cartoon Network show, Adventure Time. If you were selling bicycles, that might be an interesting insight to have and it might help you sell more bikes if you include Adventure Time references in your website copy or put a picture of Finn and Jake on your local flier.
But what does this have to do with reputation management? Reputation management isn’t just about creating a clean branded SERP, it’s about giving the people who are searching for you a positive view of your company in a way that makes them want to click through to your site, learn more about you, and—possibly—buy the stuff you are trying to sell them.
Essentially, if you can show your users that you are into the same things they are before they even click on your official website link in the SERP, you can begin to build a positive reputation right away. Using the example above, let’s say you own that bike shop and you know your customers are probably into Adventure Time. Part of your reputation management campaign could be to run a contest to give away a new bike with an Adventure Time paint job. Get your contest written up in a few cycling websites, build some links to those references, and then you have yourself a great link in your branded SERP that not only makes your bike shop look great, but it also connects with your potential customers before they even come to your site.
Let’s put this tactic into action. Here are more ways you can use random affinities to your advantage:
Guest Blogging—guest blogging can get boring and tedius, especially if you’re doing reputation management for a company that isn’t extremely exciting. If you can identify some random affinities, then you can shake up your blogging by referencing those topics in your posts or use those random affinities as analogies for your topic. Writing a blog post like, “How Watching Adventure Time Can Make You a Better Cyclist,” and posting it on an Adventure Time fan blog might not only get you a great link in the SERP but could also bring in some new customers.
Infographics—Take your blogging ideas to the next level by creating sharable content like infographics that include references to the random affinity or are outright targeted at fans of the random affinity. Although there could be some copyright issues, make a cycling infographic littered with Adventure Time artwork (or art work similar to Adventure Time). Or, make an infographic about Adventure Time and relate it to cycling. Either way, a great link that connects the two topics will be fantastic for your online reputation.
Contests—Already mentioned above, hold a contest or giveaway that involves the random affinity. For example, what if you created a contest that asked cyclists to send in awesome pictures of them having adventures on their bikes, then give away Adventure Time DVDs as a prize.
The beauty of finding these random affinities is that they open all kinds of possibilities for making great content, getting it published around the web, and building great links in your branded SERP that not only make you look like a positive company but also connect with your audience before they even see your website. And any company that can do that will have no problem building a great reputation, online or off.